PT  - JOURNAL ARTICLE
AU  - Abhik Roy
AU  - Mary E. Schramm
TI  - The Relationship between Competitive Pricing and Direct-to-Consumer Advertising
AID  - 10.2501/JAR-2019-025
DP  - 2020 Sep 01
TA  - Journal of Advertising Research
PG  - 305--323
VI  - 60
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/60/3/305.short
4100  - http://www.journalofadvertisingresearch.com/content/60/3/305.full
SO  - J Advert Res2020 Sep 01; 60
AB  - The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy. Previous studies have examined the role of direct-to-consumer advertising in influencing demand and sales; this study emphasizes the impact of consumer advertising on a supply-side phenomenon, the setting of prices relative to those of close competitors.